trends in branded content, from the perspective of a broadcaster

TRENDS IN BRANDED CONTENT

• Willem Kors• Currently; Strategy Director at SBS • Employed since 2003• Previous:

• Sales Director Spot,Commercial Manager Radio, Sales Director Net5

• In total approx 20 years at various publishers/broadcasters.

Who is Willem Kors

• INTRODUCTION SBS BROADCASTING• RECENT CASES• TRENDS IN BRANDED CONTENT

OVERVIEW PRESENTATION

INTRODUCTION SBS BROADCASTING

WHO WE ARE

•FROM BRIEFING TO EVALUATION•IN COORPERATION WITH AGENCIES•BUSINESS MODEL:

• STRATEGY AND CONCEPT FOR FREE• CAMPAIGNING IS PAYMENT

HOW?

•FAST (TIME TO MARKET IS NOW!)•EXPERIENCED MARCOM-PROFS•POWERFUL UMFELD•NO CURE, NO PAY•SIZEABLE: BIG, BIGGER, BIGGEST

WHY?

STATION DRIVEN:

ADVERTISER DRIVEN:

2 KINDS OF BRANDED CONTENT

RECENT CASES

GREY’S ANATOMY + PALMOLIVE

BILLBOARD

ACTIVATION-PROMO

DUTCH NATIONAL SOCCOR TEAM+ ING

BILLBOARD

ACTIVATION PROMO

CALL OF DUTY GHOSTS

ACTIVATION PROMO

LAUNCH EVENT

NET5 COLOR RUN

ACTIVATION PROMO

PROMO FOR PLAN NEDERLAND

TRENDS IN BRANDED CONTENT

WATERCOOLER-EFFECT

THE LIVING ROOM IS CHANGING

DE HUISKAMER VERANDERT

THE LIVING ROOM IS CHANGING

REAL TIME (SOCIAL MEDIA)-EFFECT

DE HUISKAMER VERANDERT

ENGLAND; RED BUTTON INTERACTIVE TELEVISION

THE LIVING ROOM IS CHANGING

DE HUISKAMER VERANDERT

MOBILE DEVICES TAKE OVER

THE LIVING ROOM IS CHANGING

MEDIASYNCING

“Shazam-vertising”

EVERYTHING GOES MOBILEUPCOMING REVOLUTION

NEWCOMERS NEWCOMERS

•LESS ‘FIXED VERTICALS’•RISE OF SPECIALISED AGENCIES•MEDIA-AGENCIES EXPAND TOWARDS CONCEPT-DEVELOPMENT•PUBLISHERS/BROADCASTERS MORE CONCEPTUAL POWER.

SHIFTS IN THE MEDIA INDUSTRY

BRANDING – PERFORMANCE

•BRANDING BELANGRIJK,

TRI-PARTITE MEDIA MODEL

NEWCOMERS

- INSPIRED BY ONLINE CONTENT LIKE YOUTUBE, VINE, INSTAGRAM,

- TV-PROGRAMMES: KOMT EEN MAN BIJ DE DOKTER, LUCKY TV, DRAADSTAAL/KOEFNOEN.

TREND: SHORT FORM CONTENT

Bavaria, Zo! Fashionchick

• PREACHING FASE IS OVER, BRANDED CONTENT = EFFECTIVE

• CHALLENGING MEDIA INNOVATIONS

• PLENTY OF CHANGES; WELCOME IN THE MEDIA-ERA!

CONCLUSION BRANDED CONTENT

TRENDS IN BRANDED CONENT

Willem KorsStrategy Director

willem.kors@sbs.nl06-15055596020-8007000